How Would We Personalize PlusDental's Social Proofs Based on Location Data
How Would We Personalize PlusDental's Social Proofs Based on Location Data
Use location data to personalize your user journey
In this week's case study, we'll show you how we would personalize the social proofs on PlusDental's homepage to increase conversions based on the location.
Before diving into the case study, let's briefly look at what PlusDental does:
PlusDental
PlusDental is a German teledentistry company headquartered in Berlin. It produces clear aligners for patients seeking minor dental adjustments. It is available in Germany, Austria, the United Kingdom, and several other European countries.
*After this visual, to make the case study easier to understand, we'll use an English translation of the page. However, all the personalization that will be happening in this case study does not depend on the language.
The Background of the Personalization Journey
The purpose of a home page is to convert visitors into leads by focusing on one offer and ensuring that the user experience is tailored to their wants and needs.
Although the locations are different from one PlusDental visitor to another, every visitor sees the same page and offers.
Therefore, the challenge for PlusDental is to show the right social proofs to the right visitor at the right time with the right location data.
The Opportunity
The main goal of location-based personalization is to deliver the right messages to the right people in a particular place without sending the same message to everyone that's not relevant to them.
To make the connection more personal between your website and your customers, you can personalize your website based on the following geographic segmentation variables:
Location
Time Zone
Season
Weather
By replacing generic homepage banners, images, and messages with personalized, relevant content based on users' geolocation, they are more likely to engage.
Adding Personalization to PlusDental's Home Page
Step 1: The Tech Stack
To create personalized experiences for different visitors from different locations, PlusDental needs to leverage the first-party data they have.
Moreover, in order to create the best possible personalized experience, we'll source all of the data points made by the same visitor under one merged profile (with the help of Ninetailed's unified customer data feature) - whether the user is signed in or not.
In this way, all website behavior will be stored under the same profile, allowing us to create a seamless omnichannel personalization experience.
For this personalized experience, PlusDental will need the following tech stack:
Additionally, PlusDental can have data sources (CDP, CRM, etc.) and analytics integrations
Step 2: Defining Hypothesis and Methodology
Personalization is key to making sure the visitors are shown exactly what they need before buying, which can help increase conversion rates.
This includes using tactics such as social proofs when someone's about to check out so the brand showcases testimonials (before - after image in this case) that specific groups of people might be more likely to be interested in - increasing the probability of sales for items not popular with all shoppers.
Therefore...
We hypothesize that by personalizing the social proofs based on location, PlusDental may show its customers a personalized before and after image they're interested in, increasing the likelihood of them clicking through and making a purchase.
The bottom line, to create a personalized home page experience, PlusDental needs to leverage the first-party data they acquired.
Step 3: Defining Personalization Signals
To create a seamless customer experience with personalized social proofs, we'll use the following signal:
Location: As the title speaks itself, you can create different audiences and personalization based on the continent, country, state, region, neighborhood, or even post-code level.
In addition to the location signal, we can also benefit from website behavior as well. Since customers are using PlusDental for different reasons such as:
crooked teeth
tilted teeth
tooth gap
crowded teeth
we can also personalize social proofs based on the reason of usage (behavioral signal). However, in this case, we'll only focus on location data 🙂
Step 4: Personalization Journey
To create the personalized social proofs version for PlusDental, let's define our visitors' personalization journey:
A visitor from Berlin lands on PlusDental's website.
Then the visitor scrolls down and sees the social proofs. Before and after pictures of previous PlusDental customers.
However, with Ninetailed Personalization, the visitor sees the before and after pictures from its city/town.
The Result: Before vs. After
So far, we have talked about the hypothesis, methodology, which signals to use, and required technology stack.
Now let's look at the visuals to better understand it.
As we defined earlier, a visitor lands on PlusDental's website. Then the visitor scrolls down and checks before and after images. Normally, every visitor sees the same social proofs:
However, with personalization, visitors see the social proofs based on their locations. In our case, the visitor is from Berlin:
The Bottom Line
Although we showcased a very fundamental personalization based on location, there are endless ways of personalization.
Personalization is a continuous journey, which means that once one implementation is completed, companies will return to the beginning of the framework to analyze acquired data, discuss new ideas, hypothesize further improvements, and so on.
Through continuous learning and experimentation, this strategy enables various teams
content marketing,
growth,
product management,
development
to create meaningful personalization experiences.